Ericsson launches ad campaign for new T18

Ericsson kicks off its 1999 advertising schedule with the launch of a TV campaign for the new T18 mobile phone.

The Swedish mobile manufacturer will also enter a new product area with the introduction of a range of cordless phones for the home.

The T18 campaign, created by Young & Rubicam, consists of two ads. The first breaks on TV on May 7 and runs for two weeks when the second execution begins. Both will then run for a further three weeks.

Press executions will run in weekend supplements and glossy lifestyle titles including Vogue, Tatler and Arena.

The campaign moves away from Ericsson’s “Make yourself heard” campaign which began last year (MW February 5 1998) but the endline remains in place.

The T18, which will retail for about 100, is the first product to carry a new naming device which organises products into three groups. Every mobile will be prefixed with either the letter A, R or T. The “T” products are style-led, for “trendsetters”, the “R” series have “rational” data capabilities and “A” products are “accessible”, value-for-money phones.

Ericsson is also to launch a range of DECT cordless telephones at the beginning of June which will feature the looks and some of the functions of an Ericsson mobile phone.

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